Advertising and Marketing Communications (BA)


2014-2015 UNDERGRADUATE STUDIES CATALOG
Effective 1 June 2014?31 May 2015

Please see the Undergraduate Catalog Archives for PDF version of past catalogs.

This program offered by School of Communications/Communications and Journalism Department

Program Description

Students in the award-winning Advertising and Marketing Communications major gain hands-on experience as they prepare to enter one of today's fastest growing and rapidly evolving industries. Building on a strong academic base in the liberal arts, students are challenged to think strategically and creatively to solve client problems using a full spectrum of promotional tools. From traditional print and television advertising, to social media, mobile applications and emerging technologies, students learn to develop fully-integrated campaigns that will achieve a company or organization’s promotional objectives.

To give each student experience in multiple career roles, the foundation curriculum encourages active participation in all phases of the marketing communications process, including research, planning, strategy development, copywriting, visual communication, budgeting, media buying, and campaign analysis.  

To strengthen a specific area of interest and stand out in a competitive job market, students are later advised to choose one of three major career paths: planning and strategy, copywriting, or art direction. Through one-on-one discussions with advisors, students choose highly focused specialization courses, and fine-tune their portfolios to prepare for an internship most appropriate to their goals. The advanced courses are built around opportunities for real-world experience.

Students are encouraged to boost their skillset and marketability with a variety of minors and certificate programs. They are also encouraged to become active in the on-campus Marketing Communications Club (MCC) and its activities with local professional organizations for networking opportunities.

Note for transfer students: Entry into this major as a junior or senior is limited. To improve admission prospects and ensure proper course sequence, junior and senior transfer students should apply for admission to the spring or summer semesters. All transfer students should plan on five semesters at Webster University to complete their degree in this major.

Learning Outcomes

Successful graduates of this program will be able to:

  • identify and classify essential industry terminology, theories, and principles, and apply their knowledge to accomplish an organization's advertising and marketing communications objectives;
  • describe and demonstrate the criteria for effective and creative advertising/marketing communications messages, with consideration to the strategic purpose of the message, media format, aesthetic principles, and technical issues involved in production;
  • analyze an organization's situation from a marketing/communications perspective and create a multi-platform marketing communication program, including recommendations for objectives, target audience, promotional activities, media and message strategies, budget and the method of evaluating effectiveness of the program;
  • demonstrate skills appropriate for an entry-level job in their specialty area, and be able to present and defend their work before a panel of professionals.

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Portfolio Review Course Requirements

  • EPMD 1000 Introduction to Media Production (3 hours)
  • MEDC 1010 Introduction to Mass Communications (3 hours)
  • ADVT 1940 Introduction to Marketing Communications (3 hours)
  • ADVT 2550 Creative Strategies for Advertising (3 hours)
  • MNGT 3510 Advertising (3 hours)

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Degree Requirements

A minimum of 128 credit hours consisting of the following:

  • 60 required credit hours
  • Applicable university global citizenship or general education program hours
  • Electives

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Required Courses

  • EPMD 1000 Introduction to Media Production (3 hours)
  • MEDC 1010 Introduction to Mass Communications (3 hours)
  • MEDC 1050 Introduction to Media Writing (3 hours)
  • ADVT 1940 Introduction to Marketing Communication (3 hours)
  • PBRL 2100 Fundamentals of Strategic Communications and Public Relations (3 hours)
  • INTM 2350 Production Tools for Advertising and Public Relations (3 hours)
  • MEDC 2200 Ethics in the Media (3 hours)
  • ADVT 2550 Creative Strategies for Advertising (3 hours)
  • MEDC 2800 Cultural Diversity in the Media (3 hours)
  • ADVT 2910 Writing for Advertising (3 hours)
  • ADVT 3500 Visual Communication for Advertising and Public Relations (3 hours)
  • MNGT 3500 Marketing (3 hours)
  • MNGT 3510 Advertising (3 hours)
  • ADVT 4040 Advertising Production (Print, Television, Radio, or Internet) (3 hours)
  • MEDC 4100 The Law and the Media (3 hours)
  • ADVT 4190 Advertising Research (3 hours)
  • ADVT 4910 Advertising Campaign Production (3-6 hours)
  • MEDC 4950 Internship* (3 hours)
  • or ADVT 4620 Senior Overview (3 hours)

*Capstone Course

In addition, a minimum of 6 credit hours are to be chosen from the following:

  • PBRL 2920 Writing for Public Relations (3 hours)
  • COAP 3010 Advanced Applications Topics: Advanced Desktop Publishing (3 hours)
  • ADVT 3150 Topics: Advertising (1-3 hours)
  • PHOT 3190 Digital Photographic Imaging (3 hours)
  • PBRL 3200 Specialized Publications (3 hours)
  • ART 3050 Topics in Studio Art (1-3 hours)
  • ADVT 3910 International Advertising (3 hours)
  • PBRL 4050 Special Events (3 hours)
  • ADVT 4200 Media Planning, Buying and Selling (3 hours)
  • MEDC 4510 Advanced Advertising (3 hours)
  • MEDC 4550 Interactive Media (3 hours)
  • ADVT 4700 Professional Development in Advertising and Marketing Communications (3 hours)
  • PBRL 4800 Media Relations (3 hours)
  • PBRL 4920 Public Relations Campaign (3 hours)

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